M+R report: One time vs. monthly online donations
M+R Strategic Services recently published their 2012 eNonprofit Benchmarks study
. (M+R stands for Arthur M
alkin and Donald R
oss, the founders.) In it, youll find a wealth of information surrounding nonprofit and giving trends in the digital realm. We've touched upon the importance of increasing engagement and one time vs. life long nonprofit supporters
. We wanted to share M+Rs findings with you.
Across the board, one-time gifts remain the largest source of online donations. However, over the course of a year, the percentage of monthly giving programs has increased across all nonprofit organization types. Its interesting to note that the percentage of donations from one off donations to monthly giving shares a similar ratio across all classes of nonprofits except for organizations in the wildlife and animal welfare category. Their monthly giving programs account for an impressive 23% of their contributions.
As you can see, one time donations are usually given in higher sums while recurring donations are made more often, but in small increments; accumulating more donations over a longer period of time. This is true across all nonprofit categories.The international sector notably has the highest average donation both for one-time and monthly giving, at $148 and $32 respectively. We encourage you to download the rest of the study and to take a look yourself. Learn more about our online donors behavior in our full Donor Insights Study 2007-2010.